Relevant bibliographies by topics / Indirect Advertising

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Indirect Advertising'

Author: Grafiati
Published: 4 June 2021
Last updated: 2 February 2022

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Journal articles on the topic "Indirect Advertising"

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VECCHIA, C. "INDIRECT CIGARETTE ADVERTISING IN ITALY." Lancet 326, no. 8447 (July 1985): 159. http://dx.doi.org/10.1016/s0140-6736(85)90266-1.

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Wu, Keke, Yan Yu, and Dayong Dong. "Does advertising really work?" International Journal of Accounting & Information Management 28, no. 3 (March 18, 2020): 497–515. http://dx.doi.org/10.1108/ijaim-10-2019-0119.

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Purpose This paper aims to examine the direct and indirect effects of advertising on investor behavior. Design/methodology/approach The authors use a novel and direct measure of investor attention: the number of investors whose watch lists has the stock. Findings The authors find that beyond its direct effect through information dissemination, advertising has an indirect effect with regard to grabbing investor attention and the trading response. The authors further find that an increase in attention induces a positive influence on the impact of advertising on investor behavior. Originality/value First, it complements studies of home bias, in which investors are more likely to buy familiar stocks. Second, it also complements the literature on advertising and investor attention and on attention and capital markets. Third, with a new and unambiguous measure of investor attention. Fourth, combining the direct and indirect aspects, this study presents a detailed description of the financial market effect of advertising.
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Perlova, Yu V. "DIRECT AND INDIRECT IMPERATIVE IN ADVERTISING SLOGANS." ECONOMIC VECTOR 3, no. 18 (September 2019): 46–48. http://dx.doi.org/10.36807/2411-7269-3-18-46-48.

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Trafimow, David. "Augmenting the Argument Against Indirect Medical Advertising." American Journal of Bioethics 13, no. 5 (May 2013): 21–23. http://dx.doi.org/10.1080/15265161.2013.776131.

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Yi, Youjae. "Direct and indirect approaches to advertising persuasion." Journal of Business Research 20, no. 4 (June 1990): 279–91. http://dx.doi.org/10.1016/0148-2963(90)90007-z.

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Hartnett, Nicole, Jenni Romaniuk, and Rachel Kennedy. "Comparing direct and indirect branding in advertising." Australasian Marketing Journal (AMJ) 24, no. 1 (February 2016): 20–28. http://dx.doi.org/10.1016/j.ausmj.2015.12.002.

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Kalro, Arti D., Bharadhwaj Sivakumaran, and Rahul R. Marathe. "The ad format-strategy effect on comparative advertising effectiveness." European Journal of Marketing 51, no. 1 (February 13, 2017): 99–122. http://dx.doi.org/10.1108/ejm-11-2015-0764.

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Purpose Extant research on comparative advertising has focused only on “market leader” comparisons (a brand targeting the market leader), whereas in the marketplace, “multi-brand” comparisons are more prevalent (Kalro et al., 2010). Moreover, most research focuses on direct comparisons only. Hence, this research aims to investigate the interplay between comparison ad strategy (“market leader”/“multi-brand” comparisons) and comparison ad format (direct/indirect comparisons) on the effectiveness of comparative advertising. Design/methodology/approach This paper uses four 2 × 2 fully crossed factorial designs (comparison ad format: direct vs indirect and comparison ad strategy: market leader vs multi brand) with established and new brands in two categories: powdered detergents and smart phones. All studies were conducted in metropolitan cities of India. Findings By and large, the experiments indicated that direct (indirect) comparisons lowered (heightened) perceived manipulative intent and enhanced (reduced) attitude-toward-the-ad for multi-brand (market leader) comparisons. Practical implications Findings suggest that when advertisers use comparative advertising, they may use direct ads when using multi-brand comparisons and use indirect ones when using market leader comparisons. It could also be argued that when advertisers use multi-brand comparisons because of fragmentation in the marketplace, they may directly compare against these multiple brands. When advertisers need to compare against a market leader, they may do so indirectly. Originality/value This research is among the first to investigate multi-brand comparisons that are widely used in the industry and that too in the context of both direct and indirect comparison formats.
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Stavljanin, Velimir, Jelena Cvijovic, and Milica Kostic-Stankovic. "Research of indirect advertising in video game industry." Industrija 45, no. 4 (2017): 113–32. http://dx.doi.org/10.5937/industrija45-16065.

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Dinh, Tam Duc, and Khuong Ngoc Mai. "Guerrilla marketing’s effects on Gen Y’s word-of-mouth intention – a mediation of credibility." Asia Pacific Journal of Marketing and Logistics 28, no. 1 (December 31, 2015): 4–22. http://dx.doi.org/10.1108/apjml-06-2015-0102.

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Purpose – The purpose of this paper is to integrate guerrilla marketing characteristics into advertising model through which the perceived effects of guerrilla marketing on Gen Y are identified, and to examine such effects on word of mouth (WOM) activity with the mediation of message credibility. Design/methodology/approach – The study obtains its exploratory purpose through quantitative method by asking Gen Y participants about their perceptions of 20 guerrilla advertisements in the questionnaires. Those advertisements and the advertising scales are selectively chosen from previous literature so that the results truthfully reflect the effects of guerrilla marketing under consumer perspective. Findings – The results show that, creativity, as a combination of novelty and relevance, has the strongest direct and indirect effect on WOM intention. Similarly, surprise factor, the claimed root philosophy of guerrilla marketing, is confirmed when it also impacts directly and indirectly consumer behaviour. Message credibility plays a meaningful mediation role, and through this, message clarity manifests its indirect influence on WOM. Originality/value – The study supports the belief that guerrilla marketing is suitable for any business because of its effectiveness and efficiency. More significantly, the awareness of Gen Y consumers of the advertisements, with or without knowing that these ads belong to guerrilla advertising, strengthens the expectation that guerrilla marketing in general and guerrilla advertising in particular are recommended choices when they reflect what common marketing and advertising should be.
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Olbrich, Rainer, and Carsten D. Schultz. "Multichannel advertising: does print advertising affect search engine advertising?" European Journal of Marketing 48, no. 9/10 (September 2, 2014): 1731–56. http://dx.doi.org/10.1108/ejm-10-2012-0569.

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Purpose – The study contributes to our understanding of search engine advertising in two main ways. Firstly, we analyze the comparative effectiveness of its campaign parameters. Secondly, we examine the effect of print advertising on search engine advertising Design/methodology/approach – Based on advertising data for a three-year period, we test the hypotheses by means of a path model with the aid of partial least squares. Findings – The advertising budget and the degree of keyword matching yield the greatest effect on the number of signed contracts. The click-through rate and the bid amount contribute, to a lesser extent, to explaining this financial target variance. The number of keywords had no significant effect. The study did not yield significant evidence of print advertising, directly affecting the number of search engine advertisement impressions, but showed an indirect effect of print advertising on the number of conversions, induced directly by search engine advertising. Research limitations/implications – The multichannel relationship of print and search engine advertising, including its campaign parameters, provides a starting point for future research to provide a coherent methodology for capturing the necessary data, processing the underlying information and evaluating the advertising effects. Practical implications – The multichannel effect needs to be quantified and taken into account when evaluating print advertising and search advertising campaigns and the future advertising mix is planned. Originality/value – The study extends the field of search engine advertising in the direction of multichannel effects. In comparison to previous research, empirical evidence on the multichannel usage of print advertising and search engine advertising, related to an overall economic target, is provided.
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Dissertations / Theses on the topic "Indirect Advertising"

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Kušlys, Vismantas. "Netiesioginės tabako gaminių reklamos įvertinimas." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2007. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2007~D_20070803.122712-80480.

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Netiesioginės tabako gaminių reklamos įvertinimas yra aktualus, siekiant preliminariai įvertinti netiesioginės tabako gaminių reklamos būdus, naudojamus uždraudus tiesioginę tabako gaminių reklama. Darbo tikslas: įvertinti netiesioginės tabako gaminių reklamos paplitimą ir naudojimą Panevėžio mieste. Darbo uždaviniai: 1. Nustatyti dažniausiai moksleivių pastebimos netiesioginės tabako gaminių reklamos būdus. 2. Įvertinti moksleivių požiūrį į netiesioginės reklamos paplitimą pagrindinėse masinėse informavimo priemonėse ir kitur (televizija, spauda, internetas). 3. Įvertinti moksleivių požiūrį į tabako reklamos uždraudimą. 4. Įvertinti moksleivių požiūrį į kino ir TV filmų žymėjimą specialiu ženklu (raide) draudžiančiu iki tam tikro amžiaus ��iūrėti filmus be tėvų sutikimo. Tyrimo objektas: netiesioginės tabako gaminių reklamos įvertinimas. Tyrimo metodai: 1) mokslinės literatūros analizė; 2) anoniminė moksleivių apklausa. Duomenų statistinė analizė atlikta naudojant programinį paketą SPSS 12. Požymių tarpusavio priklausomybė tikrinta remiantis chi kvadrato (chi²)testu, apie įvertinimų (procentų arba vidurkių) lygybę tiriamųjų grupėse – remiantis t testu. Reikšmingumo lygmeniu pasirinkta p <0,05. Sąsajoms nustatyti naudotas Spearmeno koreliacijos koeficientas. Tyrime dalyvavo 300 mokinių (138 merginos ir 162 vaikinai). Tiriamieji buvo šešių Panevėžio bendrojo lavinimo mokyklų ir vienos profesinės mokyklos mokiniai 12 – 18 metų amžiaus. Tyrimo rezultatai parodė, kad... [toliau žr. visą tekstą]
Evaluation of the indirect advertising of tobacco products is and will remain the urgent topic when seeking to preliminary evaluate the indirect tobacco products advertising methods used following prohibition of the indirect advertising of tobacco products. Goal of the paper: to evaluate occurrence and usage of the indirect advertising of tobacco products in the City of Panevėžys. Objectives of the paper: 1) List the most often used indirect tobacco products advertising methods; 2) Evaluate the use of the indirect advertising through the main means of mass media (television, press, internet); 3) Evaluate the opinion of teenager’s following prohibition of the direct advertising of tobacco products; 4) Evaluate the teenager’s opinion that the movies with smoking scenes should be specially marked (by special warnings). Object of study: evaluation of the indirect tobacco products advertising. Methods of study: 1) Analysis of referents; 2) Interviewing; The Statistic package for the social sciences (SPSS 12) was used for analysis of the empiric data. The data was collected using interviewing and analysis of references. The study involved 300 school students (138 girls and 162 boys) 12 – 18 age. The results of the study showed that the indirect advertising was noticed by the teenagers in the movies, television and other mass media. The indirect tobacco product advertising has not influence on teenager’s intention to smoke. Part of teenagers reviewing cinema and TV smoking... [to full text]
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Yu, Chin-Hsien, and 尤欽賢. "The Advertising Effects of Advertisements with Numerical Messages Interpreting Products─a Case Study on the Indirect Comparative Advertisements." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/72989101199739691832.

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碩士
國立交通大學
經營管理研究所
87
The main objective of this research attempt to discuss the advertising effects of comparative advertisements with numerical message interpreting products and to realize the advertising effects of those comparative advertisements in different situations of product involvement and brand strength. The research use indirect comparative advertisements. The experimental products are print and disk. The sample is gathered from the students in the three universities located in Tai-Chung. The research utilized a 2×2×2 factorial experimental design. Analyzing the data with statistical method , we got the following conclusions： 1.Among the low involvement product comparative advertisements , advertisement receivers’ recalls toward comparative advertisements with numerical message are lower than those toward comparative advertisements without numerical message. 2.Among the high involvement product comparative advertisements, advertisement receivers’ advertising attitudes of comparative advertisements with numerical message are higher than those toward comparative advertisements without numerical message. 3. Among the low brand strength product comparative advertisements, advertisement receivers’ advertising attitudes and product attitudes toward comparative advertisements with numerical message are higher than those toward comparative advertisements without numerical message. 4.Advertisement receivers’ recalls toward comparative advertisements with numerical message are lower than those toward comparative advertisements without numerical message. 5.Advertisement receivers’ advertising attitudes、product attitudes and buying intentions toward comparative advertisements with numerical message are higher than those toward comparative advertisements without numerical message.
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Books on the topic "Indirect Advertising"

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Panteleev, Andrey, and Anastasija Inos. The Language of Advertising: Graphic, Grammar and Pragmatic Aspects. ru: Publishing Center RIOR, 2021. http://dx.doi.org/10.29039/02043-2.

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This monograph deals with the problem of functioning peculiarities of graphic expressive means and grammar means in the language of modern Russian advertising. This research work treats the advertising discourse as a composite indirect speech act. Active use of adverbial modifiers of manner — deverbatives, elliptical and indefinite personal one-member sentences is characteristic of modern advertising texts. A most distinguishing feature of a modern advertising text is a mixture of Cyrillic and Latin fonts that contributes to the manifestation of an expressive potential of the application. The monograph is aimed at students of Philology, students major in Management and Marketing, masters, postgraduates, staff of higher educational establishments and all those who are interested in the Russian language.
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Book chapters on the topic "Indirect Advertising"

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Ilicic, Jasmina, and Cynthia M. Webster. "Celebrities as Indirect Spokespeople in Advertising." In EAA Series, 103–14. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-02365-2_8.

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Hughes, Douglas E. "The Indirect Effect of Advertising Perceptions on Salesperson Effort and Performance." In Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference, 235. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11797-3_130.

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Herrmann, Jean-Luc, Mathieu Kacha, Christian Dianoux, and Tommy Hsu. "Effectiveness of Indirect Versus Direct Comparative Advertising: The Role of Comparison Brand Usage (An Abstract)." In Creating Marketing Magic and Innovative Future Marketing Trends, 63–64. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-45596-9_14.

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Petrovici, Dan, Christian Dianoux, John Ford, Jean-Luc Herrmann, and Jeryl Whitelock. "A Cross-Cultural Analysis of Direct vs. Indirect Comparative Advertising: The Role of Consumer Motivation and Perceived Manipulative Intent." In Rediscovering the Essentiality of Marketing, 495–96. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-29877-1_100.

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Petrovici, Dan, Linda L. Golden, and Dariya Orazbek. "Relative Effectiveness of Direct and Indirect Comparative Advertising: The Role of Message Framing and Gender on Believability and Attitude Certainty: An Abstract." In Marketing Opportunities and Challenges in a Changing Global Marketplace, 671–72. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-39165-2_269.

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Sutherland, Max. "The Advertising Message: Oblique and Indirect." In Advertising and the Mind of the Consumer, 60–71. Routledge, 2020. http://dx.doi.org/10.4324/9781003114833-7.

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Bolat, Nursel. "The Irony as a Narrative Advertising Strategy." In Advances in Marketing, Customer Relationship Management, and E-Services, 270–80. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-9790-2.ch023.

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The irony is considered to be the exact opposite of what is said. Under the serious image of what is said, the opposite discourse is aimed at attracting action to the point of contradiction. The irony is an indirect transfer of what is meant by mimic, gesture and intonation with a critical approach. In addition to its intensive use in Ironic literature and philosophy, it has a narrative feature which is also preferred by the advertising sector. The use of intellectuals in society against the contradiction of the thought of the irony actually requires instant intelligence and body language experience.
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Joshi, Amit, and Dominique M. Hanssens. "The Direct and Indirect Effects of Advertising Spending on Firm Value." In Long-Term Impact of Marketing, 521–56. WORLD SCIENTIFIC, 2018. http://dx.doi.org/10.1142/9789813229808_0013.

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Aydin, Gökhan. "Role of Personalization in Shaping Attitudes Towards Social Media Ads." In Research Anthology on Strategies for Using Social Media as a Service and Tool in Business, 1302–27. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-9020-1.ch064.

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The present article aims to understand attitudes towards social media ads, one of the most recent and rapidly growing forms of digital advertisements. So far, little attention has been paid in developing countries to the most rapidly growing type of advertising and the present study aims to contribute to fill this research gap. A survey study was carried out to understand the attitudes using Ducoffe's advertising value model and extending it by the inclusion of “rewards” and “personalization” constructs. Facebook ads are used as a proxy for social media ads and a total of 327 questionnaires were collected from Turkish consumers, which were filtered down to 281 and analyzed using structural equation modelling. The findings indicate that credibility, personalization, informativeness and entertainment have direct positive effects on advertising value and have indirect effects on attitudes towards social media ads. Personalization emerged as a significant factor affecting all other related constructs.
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Ramamurthy, Anandi. "Cocoa advertising, the ideology of indirect rule and the promotion of the peasant producer." In Imperial persuaders. Manchester University Press, 2017. http://dx.doi.org/10.7765/9781526118578.00009.

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Conference papers on the topic "Indirect Advertising"

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Christozov, Dimitar, Stefanka Chukova, and Plamen Mateev. "Warranty and the Risk of Misinforming: Evaluation of the Degree of Acceptance." In InSITE 2008: Informing Science + IT Education Conference. Informing Science Institute, 2008. http://dx.doi.org/10.28945/3278.

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Nowadays the product warranty plays increasingly important role in any business transaction. It is a valuable attribute of the product and it is used extensively in marketing and advertising. It is a tool to enforce the competing power of the producer on the market place. There is a vast literature on the product warranty related to the product malfunctioning. In this study we address another type of warranty - the warranty of misinforming, which of great importance in the light of indirect business communication, as in e-commerce. Here, we extend previous studies, aiming to provide a more realistic model for quantifying the risk of misinforming caused by information asymmetry. We propose an approach for evaluating the degree of acceptance of the product with respect to individual tasks, which previously was assumed to be a known constant.
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